World-class branding for the interconnected modern marketplace
Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. Integrating academic theories with practical experience, this book covers fundamental branding concepts, strategies, and effective implementation techniques as applied to today’s consumer, today’s competition, and the wealth of media at your disposal. In-depth discussion highlights the field’s ever-increasing connectivity, with practical guidance on brand design and storytelling, social media marketing, branding in the service sector, monitoring brand health, and more. Authored by faculty at the world’s most respected school of management and marketing, this invaluable resourceincludes expert contributions on the financial value of brands, internal branding, building global brands, and other critical topics that play a central role in real-world branding and marketing scenarios.
Creating a brand—and steering it in the right direction—is a multi-layered process involving extensive research and inter-departmental cooperation. From finding the right brand name and developing a cohesive storyline to designing effective advertising, expanding reach, maintaining momentum, and beyond, Kellogg on Branding in a Hyper-Connected World arms you with the knowledge and skills to:
- Apply cutting-edge techniques for brand design, brand positioning, market-specific branding, and more
- Adopt successful strategies from development to launch to leveraging
- Build brand-driven organizations and reinforce brand culture both internally and throughout the global marketplace
- Increase brand value and use brand positioning to build a mega-brand
In today’s challenging and complex marketplace, effective branding has become a central component of success. Kellogg on Branding in a Hyper-Connected World is a dynamic, authoritative resource for practitioners looking to solve branding dilemmas and seize great opportunities.
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About the Author
Alice M. Tybout is the Harold T. Martin Professor of Marketing at Northwestern University's Kellogg School of Management where she teaches courses on Marketing Management to MBA and EMBA students. She is a past chairperson of the Marketing Department and the academic director for Kellogg on Consumer Marketing Strategy and co-academic director (with Tim Calkins) for Kellogg on Branding, two executive education programs at Northwestern's Allen Center. In addition to this work, she has edited two other Wiley-published "Kellogg on…" volumes and has published more than forty articles in scholarly journals.
She is a former President and a Fellow of the Association for Consumer Research and serves on the board of directors of RHR International. She received her BS and MA from The Ohio State University and her PhD from Northwestern University.
Tim Calkins is Clinical Professor of Marketing at Northwestern University's Kellogg School of Management where he teaches courses including Marketing Strategy and Biomedical Marketing. Tim began his marketing career at Kraft Foods, where he spent almost 11 years building brands including Miracle Whip, Taco Bell, Parkay and DiGiorno.
He received his BA from Yale and his MBA from Harvard. His latest book is How to Wash a Chicken: Mastering the Business Presentation. He also wrote Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks and Breakthrough Marketing Plans.
Table of Contents
Foreword ixJim Stengel
Preface xiAlice M. Tybout and Tim Calkins
Introduction: The Power and Challenge of Branding xixTim Calkins
Section One Thinking Strategically about Your Brand
Chapter 1 Brand Positioning: The Foundation for Building a Strong Brand 3Alice M. Tybout
Chapter 2 Leveraging the Power of Brand Purpose 20Jim Stengel, Matt Carcieri, and Renée Dunn
Chapter 3 Creating a Powerful Brand Portfolio 37Tim Calkins
Chapter 4 Competitive Brand Strategies: Creating Pioneer, Fast-Follower, and Late-Mover Advantage 53Gregory S. Carpenter and Kent Nakamoto
Chapter 5 Leading the Brand: Brand Strategy Orchestration and Implementation 67Eric Leininger
Chapter 6 The Three Keys to Building Global Brands with Soul 78Sanjay Khosla
Section Two Bringing Your Brand to Life
Chapter 7 Brand Design and Design Thinking 93Bobby J. Calder
Chapter 8 Leveraging Touchpoints in Today’s Branding Environment 110Kevin McTigue
Chapter 9 Building Strong Connections between Brands and the Self 129Neal J. Roese and Wendi L. Gardner
Chapter 10 Building Strong Brands through Advertising Strategy in the Online Age 143Brian Sternthal
Chapter 11 Digital Brand Storytelling 161Mohanbir Sawhney
Chapter 12 Branding Services in the Digital Era 177Tom O’Toole
Section Three Gaining Insight about Your Brand and Quantifying Its Stature
Chapter 13 Digital Transformation and the Evolution of Customer Insights in Brand Building 193Bridgette Braig
Chapter 14 Using Neuroscience to Assess Brands 207Moran Cerf
Chapter 15 Measuring Brand Relevance and Health 218Julie Hennessy
Chapter 16 Connecting Marketing and Finance via Brand Value 234Bobby J. Calder
Section Four Lessons from Brand Leaders
Chapter 17 Has Purpose Lost Its Purpose? McDonald’s Defines Its Style of Marketing 249Silvia Lagnado and Colin Mitchell
Chapter 18 Ulta Beauty Gets a Branding Makeover 256Mary Dillon and Dave Kimbell
Chapter 19 Transforming a Historic Brand for a Hyper-Connected World: The John Deere Story 263Denny Docherty and Mike Porter
Chapter 20 Rebranding an Organization: The Novant Health Story 271Scott Davis and David Duvall
Chapter 21 Repositioning a Country Brand: Changing the Conversation about Mexico 279Gloria Guevara
Chapter 22 Managing Brand Communications in a Digital World 287Cindy Halvorsen
Chapter 23 Customer Experience: The New Frontier of Branding 294Sergio Pereira
Chapter 24 Brand New: Creating a Brand from Scratch 301Paul Earle